Three case studies, in depth.

The decisions, the research, and the trade-offs behind each one, not the highlight reel.

FinPy · Disrupting loansIndependent · Tier-2 / Tier-3 India

Reshaping how loans are perceived in emerging Indian markets.

A user-centred overhaul anchored in field research, cultural sensitivity, and structured assumption-testing: not a UI revamp, but a perception reset for users who associate credit with risk and shame.

-Ethnographic interviews across Tier-2 / Tier-3 cities to map mental models around borrowing.
-Reframed onboarding around dignity and clarity: language, iconography, and disclosure patterns rebuilt from scratch.
-Tested core assumptions with structured prototypes before any high-fidelity work.

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A global card network · B2B AnalyticsAug 2024 - Present

Enabling FIs to uncover 28% more growth opportunities with AI-assisted portfolio intelligence.

Led interaction design across cross-border travel, spend optimisation, EMOB monitoring, and SME portfolio tools, converging four siloed products into one AI-assisted launchpad bankers actually use.

-Unified IA across four analytics products previously shipped on separate stacks.
-Modelled to lift identified growth opportunities by 28% and end-user revenue by 14.2%.
-Drove cross-sell pathways between products without adding cognitive load.

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Second-Office · Remote workResearch case study

Measuring the impact of design decisions with the System Usability Scale.

A research-led case study quantifying how individual design decisions move usability scores on a remote-work product, turning qualitative critique into a defensible, repeatable measurement loop.

-Set up SUS as the continuous benchmark across release cycles.
-Ran controlled A/B comparisons on critical flows; mapped each delta back to a specific design decision.
-Built a lightweight scorecard the team still uses to defend trade-offs in roadmap reviews.

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